Landing Page: Combination
Test Results
Key Learning
Problem: How "Combination" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
What was tried: The variant changed the existing experience but introduced unexpected friction. (-5.8% change)
Why it failed: Major layout changes often lose because they disrupt learned user behavior. Test smaller, incremental layout tweaks instead.
How to Apply This to Your Site
This test showed that landing page: combination led to a -5.8% drop in conversions. The change was tested on a landing page page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that layout tests typically require large sample sizes to detect small effects. This test ran for 11 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
A/B test on landing page testing layout changes.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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